Shares on Facebook
Views on Facebook
Positive reactions on Youtube
There’s an age old Indian saying – Prosperity grows when you share it with others.
This was especially prescient in a year like 2020 and served as our strategic plank. To tell a story of what a lot of people in India were doing, which is, they were coming together and selflessly going the extra mile to be there for others.
Often by harnessing, the power of Facebook to amplify the good within us for the greater good. Facebook has always believed in the power of people and connections at scale. That power, we continue to believe, can be leveraged for a variety of reasons.
Creative idea & execution
The idea behind the campaign was that many people have faced difficulties in this period in different ways. However, that has not taken away people’s spirit to do good for others, which is why people relate to the film. Almost everybody has endured varying degrees of struggle this year. And yet, a lot of us have also managed to do good for others.
The opening sets up both the gravity & the largeness of what Pooja is trying to accomplish. She isn’t a mega-rich business owner. But she believes she can do some good, even if it means stretching herself and her resources that get much thinner and she goes all in. It’s this selflessness even in the face of adversity and even at the cost of losing a lot is what sets up the story for the viewer.
One of the challenges faced in making the film was the time constraints as the festival of Diwali cannot be pushed, and setting up the feeling of lockdown near the festive season. The story of the film spanned about 6 months and the production team had to recreate the atmosphere of the early days of lockdown. March right up to the buzz of pre-Diwali days, all this keeping the strictest testing and safety protocols in place.
Diwali, the ultimate festival of prosperity upon us, we knew we had an opportunity to tell an extraordinary story that spoke to the moment.
After all, 2020 and prosperity simply don’t sit well together. So, the plan was to bring alive the old maxim that ‘prosperity too grows only when we share it with others.’
What better time to inspire people to do so than the current difficult one we all find ourselves in the midst of.
As a result, it broke the internet in India. Drove 230K reshares, 60M views on facebook. 65M views of which 900k organic, 25K reactions, 84% of likes on Youtube and celebrated by 36 media exposures across leading mainline & marketing media, global advertising publications, and influencers in India and overseas.
The ad was picked up by wide range of news channels. Positive social sentiment shot up during the campaign period. The film went viral on Twitter a day after the release, on top ten India trending topics for over 12 hours followed by whole bunch of emotional reaction videos from Pakistani YouTubers, which in turn also went viral.
Carat: Pandamart, so much more, and more and more
In November 2020, many Malaysians had pandemic fatigue and were looking for ways to escape the boredom of WFH. Countless other grocery delivery services came on the scene. Not yet a household na...
dentsu X: Heroes in the Sky with Disney Marvel Avengers
In 2018, The Avengers: Infinity War promotional campaign saw an iconic Malaysian building transformed into Stark Tower emblazoned with the Avengers logo. It was larger than life and the talk of ...
dentsu X: Malaysia’s First Virtual Street Food Festival w...
At the end of 2020, the third wave of Covid-19 cases surged in Malaysia, resulting in a strict new lockdown. Tiger wanted to bring back the excitement of street food in this ‘new normal’ by usin...
dentsu Webchutney: Voice of Hunger with Swiggy India
Hunger manifests itself in different ways - growling tummies, salivating mouths and people who see food everywhere. That's why, when Instagram launched voice messages, we kinda thought it looked...
dentsu Webchutney: Better Half Recipes with Swiggy India
Indian grocery brands’ competitive moat is distribution. And discounting. Not creative communication. Even the largest players advertise to ‘the woman of the house’. But during the lockdown, men...
dentsu Webchutney: Hagglebot with Flipkart India
India’s festival shopping season is centerstage for Flipkart in generating demand for its marquee online shopping event, The Big Billion Days (equivalent to Single’s Day and Black Friday). It’s ...
dentsu Webchutney: The World’s Most Reported Trailer for ...
Over 73% of domestic abuse cases go unreported in India and we aimed to change that. Thappad wanted to inculcate a habit of reporting domestic abuse – wherever it’s witnessed.
dentsu Webchutney: The 8-Bit Journo with VICE India
While 15 minutes without the internet feels like an eternity, 7 million Kashmiris lived in a blackout for more than 142 days. With the blackout, the people of Jammu & Kashmir found their liv...
dentsumcgarrybowen: Homeless Delivery with Deliveroo
As part of Deliveroo’s mission to bring the world's local restaurants into everyone's home, we saw an opportunity to extend the platform and bring food to the many Australians who don’t have a r...
dentsumcgarrybowen: Care Label with GU
Uniqlo’s sister label, GU, produces affordable and trendy clothes for Mainland Chinese and they wanted to increase brand awareness during Chinese New Year, China's biggest festival. The annual f...
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
Taproot dentsu: Facebook
This video is a manifestation of the Facebook More Together campaign for the India’s biggest festival of prosperity – Diwali.
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.